The earliest adopters of AMP have been news publishers who are all desperately trying to survive. This is ironic, given the turmoil they face is because their traditional business model was essentially destroyed by Google and Facebook stealing away their audiences and advertising income.

Since the launch of AMP, our initial enthusiasm for it has cooled as the broader implications of AMP have become apparent. The biggest issue is that by using AMP a publisher effectively concedes control of their content to Google.